"They're decked out in your favourite colours, are featuring your favourite music and the wording sounds like phrases you regularly use. Welcome to the future of advertising, which is already here thanks to AI. Advertising company Cheil UK, for example, has been working with startup Spotlight on using large language AI models to understand people's online activity, and adapt that content based on what the AI interprets an individual's personality to be."
"The technology can then mirror how someone talks in terms of tone, phrase and pace to change the text of an ad accordingly, and insert music and colours to match, say, whether the AI deems someone to be introverted or extroverted, or have specific preferences for loud or calm music, or light or dark colours. The aim is to show countless different ads to millions of people, all unique to them."
"Then, with what it deduces about an individual's personality, the AI overlays that on top of what advertisers already know about people. For example, what part of the country you live in, what age bracket you're in, whether you have children or not, what your hobbies might be, where you go on holiday and what clothes you like to wear - information brands can already see through platforms like Facebook or Google."
AI systems use large language models to analyze people's public social media posts, search histories, and ChatGPT inputs to infer personality traits. The inferred traits inform tailored changes to ad text, tone, phrase, pace, music, and color schemes to match perceived introversion, extroversion, or musical and color preferences. Brands across retail, consumer electronics, packaged goods, automotive, insurance, and banking deploy personality-driven ads to deliver highly individualized creative at scale. Advertisers overlay inferred personality data on existing demographic and behavioral signals such as location, age, parental status, hobbies, travel, and clothing preferences to refine targeting and creative execution.
Read at BBC News
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